That is what content marketing is all about: creating content that will help you develop brand loyalty and trust between you and your website visitors, turning them eventually into buyers. No hard selling, no pushy sales techniques; it’s about giving value to the community of interested people with the final objective of driving a profitable action. You surely understand that, and you’re probably doing the best you can to regularly put out valuable, interesting, compelling content. So, why aren’t there any sales?
The thing is, great content sometimes needs a little push to become profitable. A visitor may have come to your website looking for a way to clean their pool; it’s fantastic if you have provided them with the answer they were looking for, but if you haven’t mentioned that the page they’re looking at (which they found by chance and didn’t look for the home page or “About” section) is actually a part of the blog for your pool cleaning service, what good did that visit do to you? You’ve lost a potential customer because you’ve neglected to sell your business within your content.
Here are a few tricks that will help you make content that sells, without running the readers off.
1. When you’re writing your blog post, try to figure out what specific problem your visitors might have that product or service you’re writing about can solve. Then paint a picture: the problem and how you can help them with it. Try to offer personal experience, because people tend to relate to others who have similar issues, and it’s easier for them to imagine themselves using your product if you’ve already explained how it can help.
This doesn’t need to be a big story around your product; you can just mention it in one sentence. It’s more important to tell a story that will engage them and make them want to read the entire article: a great idea that some of your clients had and what they did to make it work (your expertise has helped them, of course); an unusual problem with their pet, with a funny story (if you’re a vet or selling pet supplies); a booking problem your family member had on a cruise (if you’re a travel agent or hotel owner). The story comes first, and your product is mentioned with subtlety. Why? Because nobody likes pushy salespeople, not today; people need to see that you’ve left them the option to contact you.
2. This is related to the previous point: allow user reviews on the product pages. User reviews are often small stories about their problems, and having more than one can be really helpful. Tip: use some Facebook comments plug in for these reviews, so that new visitors can see that real people are behind them.
3. Consumers love to compare products before buying them, so make comparison articles: product X vs. product Y – in detail. Don’t be afraid to give your opinion when comparing your product with a competitor’s: if you’re unbiased and keep the objectivity, this kind of content can easily become one of the most popular ones on your blog. Also, if you’re selling similar products, comparison will make it easy for your visitors to decide which one best suits their needs – and in most cases it will remove the need to go to other websites looking for reviews. This is probably one of the best techniques out there.
4. Finally, don’t forget to include a call to action where appropriate (like in the example with the pool cleaning service). Don’t just leave them hanging there, point them to the final step. This is especially useful if your offer is time sensitive – create the sense of urgency and make it work in your favor.
Your turn now – which techniques do you use to make your content sell for you? Remember, it’s about content marketing, so don’t leave out the marketing part!
As an SEO specialist, Jeff has to constantly improve on his knowledge of the industry. Changes in the fundamental principles of web search appear on a monthly basis and can cause a great deal of stress. To relax, he often visits http://www.serijskiubojica.hr for the latest TV entertainment news.